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Birds Eye Encourages Kids to Love Veggies

Company joins with Nickelodeon, 'iCarly' to rally families to get creative

July 11, 2012, 08:00 pm

Birds Eye, a brand of Pinnacle Foods Group LLC, will team up with Nickolodeon and Jennette McCurdy of the cable network's popular "iCarly" program to empower kids to embrace a healthier diet by eating more vegetables.

Mountain Lakes, N.J.-based Pinnacle offers frozen meals in various vegetable taste ranges. By tapping Nickelodeon, an entertainment brand for kids, and working with McCurdy as a vegetable-loving ambassador, Birds Eye is spurring kids’ culinary creativity and encouraging them to share their veggie inspiration with other kids.

McCurdy revealed the Birds Eye initiative to her Twitter and Facebook fans with a special video featuring an impromptu veggie rap song. “It’s all about celebrating the awesomeness of veggies,” said McCurdy. “With all the variety, colors and deliciousness packed into Birds Eye vegetables, it’s fun to get crazy in the kitchen, and I’m committed to being a role model by eating more veggies every day.”

Participants can create their own veggie dish for the opportunity to have it featured on an "iCarly" episode. Kids can also enter for a chance to win a trip to the set of a Nickelodeon show, accompanied by McCurdy. To demonstrate their creativity, children can experiment using the Birds Eye site's virtual kitchen and dish creator. They can also submit their photos to be featured as the “Chef of the Week.” The site will additionally offer exclusive “wacky veggie fun” video content with UPC codes from Birds Eye Steamfresh packages.

“Nickelodeon is a perfect partner for Birds Eye to inspire a new generation of vegetable lovers, because they have powerful assets like 'iCarly' that kids love and the right creative, fun and engaging approach that will encourage change for future generations,” said Rodrigo Troni, SVP of marketing for Birds Eye.